B2B Marketing and The Power of Twitter
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Twitter gives B2B marketers a powerful opportunity to access broad networks of brands, companies and decision makers on Twitter. Supported by the latest research, we demonstrate why Twitter is not optional and why private and publicly listed brands are missing out on a solid opportunity if they do not incorporate Twitter into their marketing mix. We demonstrate that Twitter is not optional for brands engaged with B2B marketing. We include the most recent data from multiple leading sources, including The Social Media Examiner, Inc.; Twitter, Inc.; Regalix, Inc. and others. Twitter provides private and publicly-listed brands an opportunity to engage with broad networks of other brands, firms and key decision makers that also use Twitter. We note that Twitter's active user base is comprised of 250 million plus users and is growing. When used effectively and in combination with communication strategy and tools, Twitter represents the optimal platform for deploying ongoing messaging. When viewed as a communications hub, Twitter is unrivaled through its ability to integrate other channels and information sources and to coordinate their priority and emphasis. Twitter is effective at relaying information on channels that include Websites, Press releases, Instragram, Facebook, Snapchat, URLs, and any other linkable source of information, and driving traffic to these same sources. We note that press releases and awareness in general can be difficult for some brands and companies to generate but that Twitter is a proven solution. Sky Alphabet is a social media marketing agency that utilizes Twitter to achieve growth, awareness and sales objectives through integrated forms of traditional and digital communications driven by Twitter. We understand that Twitter is "not easy" because of its unrelenting requirement for fresh and relevant content, but it is this same requirement that makes Twitter the ideal platform for brands, companies, people and products that are prepared to express themselves through such an advanced channel. Author: Steve Yanor Aug 2016. @skyalphabet Research sources: Regalix, Inc. Twitter, Inc. Social Media Examiner, Inc.
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B2B Marketing and The Power of Twitter
- 1. ©2015SteveYanorforCanadaianUAVs.Allrightsreserved. B 2 B : T H E P O W E R O F T W I T T E R August 10, 2016 9:56 am PST Steve Yanor Sky Alphabet +1 (604) 710-1105 steve.yanor@skyalphabet.com Document Control Code: 09253875-02 Sky Alphabet B2B + The Power of Twitter Presentation_ Aug 10_2016_012 August 10, 2016 10:01 AM
- 3. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 3:23 89% 75% 66% 52% i n c r e a s e d e x p o s u r e i n c r e a s e d t r a f f i c m a r k e t p l a c e i n t e l l i g e n c e t h o u g h t l e a d e r s h i p p o s i t i o n i n g Twitter Drives Results for Businesses SOURCE: MAY 2016. SOCIAL MEDIA MARKETING INDUSTRY REPORT. PUBLISHED BY SOCIAL MEDIA EXAMINER. Based on a Survey of 5,000+ Twitter users in 2016
- 4. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 4:23 B2B FIRMS PREFER TWITTER 93% SOURCE: B2B MOBILE MARKETING REPORT. 2015. PUBLISHED BY REGALIX. 91% LINKEDIN 68% FACEBOOK
- 5. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 5:23 TARGET AUDIENCE OF SOCIAL MEDIA MARKETING New prospects..........................................................93% Existing customers ............................................................... 89% Partners....................................................................................... 54% SOURCE: MAY 2016. SOCIAL MEDIA MARKETING INDUSTRY REPORT. PUBLISHED BY SOCIAL MEDIA EXAMINER.
- 6. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 6:23 MOST EFFECTIVE B2B ENGAGEMENT CHANNELS LinkedIn.......................................64 Twitter............................................47 Blog................................................ 36 SlideShare................................... 29 YouTube....................................... 28 Facebook......................................17 Google+.......................................... 2 SOURCE: STATE OF B2B SOCIAL MEDIA MARKETING (JUNE 2015). PUBLISHED BY REGALIX.
- 7. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 7:23 Twitter is a Central Player in the B2B Path-to-Purchase Journey State of B2B Marketing 2016 (Jan 2016). Published by Regalix.SOURCE: JUNE 2016. CUSTOMER INSIGHTS. PUBLISHED BY TWITTER. Several Interactions During the Purchase Cycle Follow after discovering a Twitter handle 73% Retweet a Tweet 33% Tweeted at a business 30% Stopped at the SMB’s store or website 38% Made a purchase 25%
- 8. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 8:23 digital overviewWHAT WORKED WHAT WILL HAVE THE MOST IMPACT
- 9. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 9:23 Looking Back: What Marketers Said Were The Most Effective Channels For Achieving 2015 Marketing Goals Website E-mail SEO (organic search) Social: Twitter, LinkedIn, Google+ Content Marketing: Blogs Online events (workshops, seminars etc) Paid search Social communities Online display ads Mobile web Video advertising Mobile app Affiliate marketing Mobile messaging (text messaging) 86% 72% 54% 52% 39% 37% 30% 24% 21% 14% 14% 13% 10% 5% ............................................................ ............................................................ ............................................................ ............................................................ ............................................................ ............................................................ ............................................................ ............................................................ ............................................................ ............................................................ ............................................................ ............................................................ ............................................................ ............................................................ SOURCE: STATE OF B2B MARKETING (JAN 2016). PUBLISHED BY REGALIX.
- 10. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 10:23 EXPECTED TO BE INDISPENSABLE IN 2016 E-Mail............................................................................................. 28% Social Media ............................................................. 27% Website......................................................................................... 26% EXPECTED TO HAVE THE MOST IMPACT IN 2016 Content Marketing (Blogging, white papers).......64% Marketing Automation...........................................................50% Social Media Marketing......................................................... 45% State of B2B Marketing 2016 (Jan 2016). Published by Regalix. Looking Forward: Channels Expected to Deliver 2016 Marketing Goals ={ SOURCE: STATE OF B2B MARKETING (JAN 2016). PUBLISHED BY REGALIX.
- 11. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 11:23 1. Twitter Community Building (2,000+ followers) 2. Content Marketing: Blogging, Writing, Tweeting 3. Curated Editorial Calendars for Social Media 4. Social Media Postings: Twitter, LinkedIn, Google+ 5. Live Event Tweeting 6. Market Intelligence 7. Management Profiles 8. Communications Strategy 9. New Business Campaign Design 10. Google Analytics & KPI Reporting SKY ALPHABET SERVICES
- 13. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 13:23 HOW IMPORTANT IS SOCIAL MEDIA TO MARKETERS? 59% VERY IMPORTANT 40% SOMEWHAT IMPORTANT 99% IMPORTANT 94% SAID INCREASING BRAND AWARENESS IS THE KEY OBJECTIVE OF SOCIAL MEDIA MARKETING SOURCE: STATE OF B2B SOCIAL MEDIA MARKETING 2015 (JUNE 2015)
- 14. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 14:23 SOCIAL MEDIA TACTICS Blogging / Microblogging.......................................................79% Website Design / Management / Optimization...........74% Content Sharing...........................................................................74% Webinar........................................................................................... 68% Social Media Advertising........................................................ 66% Social Sharing Button...............................................................57% SEO for Social Sites.................................................................. 43% Social Media News Release...................................................40% Social Media Contests................................................................18% Interactive Posts...........................................................................16% Social Media Apps.......................................................................13% SOURCE: STATE OF B2B SOCIAL MEDIA MARKETING (JUNE 2015). PUBLISHED BY REGALIX.
- 15. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 15:23 SOCIAL MEDIA PUBLISHING FREQUENCY Multiple times a day..............................................52% Once a day............................................................................. 27% Weekly once........................................................................... 16% Monthly once............................................................................2% SOURCE: STATE OF B2B SOCIAL MEDIA MARKETING 2015. PUBLISHED BY REGALIX
- 16. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 16:23 content marketing FOR PRE-SALES EFFECTIVE CONTENT FORMS LOOKING FORWARD
- 17. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 17:23 CONTENT MARKETING: PERFECT FOR PRE-SALE MARKETING OBJECTIVES 1. Lead generation 2. Creating awareness 3. Building thought leadership 4. Nurturing prospects & influencing purchase 5. Building website traffic 6. Engaging customers to build loyalty & advocacy 7. Improving SEO ranking 8. Generating sales SOURCE: STATE OF B2B CONTENT MARKETING (MAY 2016). PUBLISHED BY REGALIX.
- 18. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 18:23 THE MOST EFFECTIVE CONTENT MARKETING FORMS PRE-SALES POST-SALES Case study..................................................69% 48% Blog post ....................................................62% 59% White paper...............................................59% 38% Infographics...............................................54% 30% Articles.........................................................43% 55% Video / Audio content...........................41% 36% Survey results...........................................40% 39% Research report.......................................36% 35% STATE OF B2B SOCIAL MEDIA MARKETING 2015. PUBLISHED BY REGALIX
- 20. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 20:23 ROI MEASUREMENT 1. Website Traffic 2. Profile Views 3. Conversion Rate 4. Downloads 5. Page Views 6. Level of Engagement (Retweets, Mentions) 7. Time Spent on Website 8. # Followers of followers 9. # New Followers per Day 10. Reach
- 21. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 21:23 THE MOST IMPORTANT DIGITAL MARKETING INITIATIVES Understanding the customer buying journey Educating and influencing purchase by mapping content assets and distribution channels to key stages in the customer buying journey 78% 77% State of B2B Marketing 2016 (Jan 2016). Published by Regalix.SOURCE: STATE OF B2B MARKETING JAN 2016. PUBLISHED BY REGALIX.
- 23. YO U A R E W H AT YO U T W E E T The Twitter bird logo is property of Twitter, Inc. All logos and trademarks are property of their respective owners. Sources: Regalix, Inc. (2015, 2016) Twitter, Inc. Customer Insights (July 2016) Social Media Examiner, Inc. (May 2016) © 2016 Steve Yanor. All rights reserved. Sky Alphabet is a D/B/A for a sole proprietorship operated by Steve Yanor.